The essence of employee engagement is where both parties know the rules and you are dancing to the same tune — your brand purpose and values. One party leads and the other follows, yet both are free to interpret and express themselves in synch with the rhythms of the music and the beat of the brand.

Fact: companies have personality, norms, habits and desired behavior. You know it the minute you walk in the door. Smart companies turn this into a priceless asset — something that draws talent and customers.